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Jim Beam Double Oak launched in Australia

Coca-Cola Amatil and Beam Suntory, the world’s third largest premium spirits company, have this week announced the release the long-awaited Jim Beam Double Oak in the Australian market as a permanent addition to the Jim Beam family.

Coca-Cola Amatil and Beam Suntory, the world’s third largest premium spirits company, have this week announced the release the long-awaited Jim Beam Double Oak in the Australian market as a permanent addition to the Jim Beam family.

With this new premium expression, the world’s number one bourbon has crafted a new take on Kentucky Straight Bourbon by maturing its signature whiskey in not one, but in two American oak barrels.

Distributed in Australia exclusively by Coca-Cola Amatil, the first bottles of Double Oak will hit shelves from July 12 (ABV 43%, RRP $59.99). The launch will be supported in on and off premise by a package of point of sale and visibility items, in store sampling campaigns, incentive programs and key retailer catalogue support.

In line with the introduction of the new Jim Beam packaging rolling out across the entire Jim Beam range globally in 2016, Jim Beam Double Oak is presented in a distinctive new bottle. With its unique contours, glass embossing and engraving, as well as textured labelling and foiling, the Jim Beam Double Oak bottle is representative of the outstanding quality of the liquid inside. In addition, it will be presented in an Australian exclusive Jim Beam Double Oak gift box to fully highlight the product’s premium quality.

Double Oak is the latest premium expression to be created by Jim Beam’s seventh generation Master Distiller, Fred Noe. “My family has been making history and producing bourbon for more than 200 years, said Noe.

“Throughout the decades, we have always enjoyed pushing boundaries and innovating while also staying true to our family’s traditions. Jim Beam Double Oak is the latest example of this.”

Trent Chapman, Beam Suntory’s Marketing Director Oceania, added “For seven generations now, Jim Beam has crafted every bottle of bourbon our way and we have continued to explore and innovate with new expressions worthy of the Jim Beam name. We are delighted to welcome Jim Beam Double Oak to the family and to share it with the world.”

“More than ever before, consumers are searching for brands with genuine provenance and craftsmanship, we share our customers’ excitement at the arrival of this new expression that further reinforces the strength of our premium spirits portfolio,” said Shane Richardson, CCA’s Managing Director of Alcohol & Coffee.

“The super premium bourbon category is under-developed versus Scotch whisky*, Jim Beam Double Oak offers a premium option for consumers and trade looking for a whiskey of exceptional quality and intense flavour from a world-renowned brand.”

This expertly-crafted expression is first matured in new charred American white oak barrels – as with all Kentucky Straight Bourbons from Jim Beam – before being transferred into a second charred oak barrel for a further period of ageing.

The twice-barrelled production process allows the product to have greater contact with the wood, drawing out exceptional and perfectly balanced depths.

The result is a whiskey intense in flavour yet smooth in taste, which can be enjoyed on the rocks or in a Double Oak Fashioned. Drinkers will discover aromas of vanilla and hints of toasted wood that lead into deep
char and oak flavours with rich caramel and toffee notes. The finish is notably balanced with a distinct spiced oakiness lingering on the palate.

About Coca-Cola Amatil and Beam Suntory
Under the current agreement between Beam Suntory and Coca-Cola Amatil (signed in 2015), CCA is responsible for the sales and distribution of the entire Beam Suntory spirits range in Australia and New Zealand, including the top-selling Jim Beam Bourbon, Canadian Club, Midori and Japanese whiskies Yamazaki, Hakushu and Hibiki, as well as the manufacture, sales and distribution of its ready-to-drink (RTD) spirits portfolio.

As the world’s third largest premium spirits company, Beam Suntory is Crafting the Spirits Brands that Stir the World. Consumers from all corners of the globe call for the company’s brands, including the iconic Jim Beam and Maker’s Mark bourbon brands and Suntory whisky Kakubin, as well as world renowned premium brands including Knob Creek bourbon, Yamazaki, Hakushu and Hibiki Japanese whiskies, Teacher’s, Laphroaig, and Bowmore Scotch whiskies, Canadian Club whisky, Courvoisier cognac, Sauza tequila, Pinnacle vodka, and Midori liqueur.

Beam Suntory was created in 2014 by combining the world leader in bourbon and the pioneer in Japanese whisky to form a new company with a deep heritage, passion for quality, innovative spirit and commitment to Growing for Good. Headquartered in Deerfield, Illinois, Beam Suntory is a subsidiary of Suntory Holdings Limited of Japan. For more information on Beam Suntory, its brands, and its commitment to social responsibility, please visit www.beamsuntory.com and www.drinksmart.com.

* Source: Aztec MAT to 15/04/16